It used to be word of mouth, it still is in its essence, but the need for face to face contact has been removed by the emergence of the web tools now in front of everyone.

Ideas spread on the web like a virus, even quicker than “pig-flu,” a good idea spreads logarithmically, gathering momentum as it goes, or conversely, just disappearing without trace if it does not attract an audience prepared to be an advocate by passing it on. 

This simple notion of brand advocates, rather than simply demographic and psychographic profiles of people to whom, your advertising is directed radically changes the dynamics of brand building, from a mass advertising effort, to an effort turned 180 degrees towards engaging customers in the value the brand delivers to them on a very personal level.